MUST BE 21 YEARS OF AGE OR OLDER TO ENTER.
NO PURCHASE OR PAYMENT NECESSARY. PURCHASE OR PAYMENT OF ANY KIND WILL
NOT INCREASE YOUR CHANCES OF WINNING. MUST BE A LEGAL RESIDENT OF THE UNITED
STATES TO ENTER. VOID WHERE PROHIBITED OR RESTRICTED BY LAW.

1. Eligibility

The Carlsberg 170th Birthday Sweepstakes
(the "Sweepstakes") is open only to legal U.S. residents who are at least
twenty-one (21) years old at the time of entry. Void where prohibited or
restricted by law. This Sweepstakes is organized by St. Killian Importing Co.,
("Sponsor"). Employees of St. Killian Importing Co., vendors of St. Killian
Importing Co., licensed alcoholic beverage distributors and retailers, Avid
Marketing Group or any of their respective affiliates, subsidiaries,
advertising agencies or any other company or individual involved with the
design, production, execution or distribution of the Sweepstakes, and the immediate
family (spouse, parents and step-parents, siblings and step-siblings, and
children and step-children) and household members (people who share the same
residence at least three (3) months out of the year) of each such individual
are not eligible. The Sweepstakes is subject to all applicable federal, state
and local laws and regulations. Participation constitutes entrant's full and
unconditional agreement to these Official Rules and Administrator's (as defined
in Section 2 below) decisions, which are final and binding in all matters
related to the Sweepstakes. Winning a prize is contingent upon fulfilling all
requirements set forth herein. No purchase or payment is necessary to enter or
win the Sweepstakes.

The Sweepstakes begins on May 1, 2017 at 12:00 a.m.
Eastern Time ("ET") and ends on July 31, 2017 at 11:59 p.m. ET (the
"Sweepstakes Period"). Sponsor is the official time keeper for this
Sweepstakes.

4. How to Enter

To enter, go to www.CelebratewithCarlsberg.com,
provide your date of birth, state of residence, name, address, telephone number
and e-mail address and follow the on-screen instructions.

Alternatively, you can send an email with your date of birth, state of
residence, name, address and telephone number with the Subject Line labeled: Carlsberg
170th Birthday Sweeps to promotionalsweepstakes@avidinc.com.

No more thanONE (1) entry per person/household/email
address/mobile device number for the entire Sweepstakes Period. Multiple
entries will automatically result in disqualification. Participants may not
enter with multiple e-mail addresses. No alterations or forged entries are
permitted.

Sponsor is not responsible for technical
difficulties or Internet service disruptions or other equipment or service
issues which might affect an on-line user's ability to enter and qualify or the
ability of Sponsor to notify the winner. Sponsor assumes no responsibility for
lost, late, damaged, misdirected, illegible, incomplete, entries or other
Sweepstakes materials, all of which are void. Facsimiles or mechanical
reproductions will not be accepted and entrants may not use any other device or
artifice to enter in excess of the number of entries allowed. All entries
become the property of Sponsor and will not be returned.

5. Winner Selection

Grand Prize Winner

ONE (1) Grand Prize Winner will be awarded. The
winner will be determined on or about August 2, 2017 in a random drawing among
all eligible entries received. The drawing will be conducted by AMG, an
independent third party organization, whose decisions will be final and binding
in all matters relating to this Sweepstakes. Odds of winning the prize will be
determined by the total number of eligible entries received. The awarding of
the prize is subject to verification of the potential winner's eligibility. The
winners will be notified by email and/or phone on or around August 4, 2017. The
Winner will be required to furnish valid proof of age in a form prescribed by
Sponsor (for example, a copy of a valid driver's license, birth certificate or
passport) within TWO (2) days of notification, along with a notarized Affidavit
of Eligibility Form. If the prize notification is returned as
undeliverable, or if the potential winner fails to return the prize claim
documents within the stated time period, or if the potential prize winner
cannot accept the prize as stated, or if Sponsor, in its sole discretion, deems
the potential winner ineligible to receive the prize for any reason, the
corresponding prize will be forfeited in its entirety and awarded (time permitting)
to an alternate winner in a random drawing from among the remaining entries
received.

6. SPONSOR AND/OR ADMINISTRATOR'S DECISIONS AS
TO THE ADMINISTRATION AND OPERATION OF THE SWEEPSTAKES AND THE SELECTION OF
POTENTIAL WINNER IS FINAL AND BINDING IN ALL MATTERS RELATED TO THE
SWEEPSTAKES. AN ENTRANT IS NOT A WINNER OF ANY PRIZE UNLESS AND UNTIL ENTRANT'S
ELIGIBILITY AND THE POTENTIAL WINNING ENTRY HAS BEEN VERIFIED. SPONSOR WILL NOT
ACCEPT SCREEN SHOTS OR OTHER EVIDENCE OF WINNING IN LIEU OF ITS VALIDATION
PROCESS. ANY ENTRY THAT OCCURS AFTER THE SYSTEM HAS FAILED FOR ANY REASON IS
DEEMED DEFECTIVE AND IS VOID AND WILL NOT BE HONORED.

7. Verification of Potential Winner

The Potential Winner must continue to comply with
all terms and conditions of these Official Rules, and winning is contingent
upon fulfilling all requirements. Winner must be 21 years of age or older. Prize
is non-transferable and no substitution will be made except as provided herein
at the Sponsor's sole discretion. Sponsor reserves the right to substitute any
listed prize for one of equal or greater value for any reason. Any and all
guarantees and warranties are subject to the manufacturer's terms and
conditions, and winner agrees to look solely to such entity for any such
warranty or guarantee claim. Winners are solely responsible for all
federal, state and local income taxes.

Sponsor reserves the right to conduct a background
check of any criminal records of the Winner. To the extent necessary and
permitted by law, Winner shall authorize this background check. Sponsor
reserves the right, at its sole discretion, to disqualify prize winner from any
prize element, based on the background check. Winner also accepts sole
responsibility for any miscellaneous costs relating to acceptance of
prize.

8. Prizes

ONE (1) Grand Prize will be awarded. Grand Prize Winner
will receive a trip to Copenhagen, Denmark for him/herself and ONE (1) Guest
(21 or older) for Carlsberg Brewery's 170th Birthday Celebration on
August 24, 2017 to August 28, 2017. Winner & Guest will be part of a truly
unique Carlsberg experience. They'll visit different Carlsberg sites in
Copenhagen, get a special tour of the brewery, have a unique dinner at the
Carlsberg museum and attend an authentic street party with Danish/international
artists. Grand prize package includes: Round trip coach air transportation from
the major airport nearest winner's home (as determined by Sponsor) to Copenhagen,
Denmark (specific airport of Sponsor's sole choosing); Round trip ground
transfers to/from airport to hotel; FOUR (4) days and THREE (3) night stay
(single room) at a hotel of the Sponsor's choice. If winner is not available
and able to take trip on specified dates, August 24, 2017 to August
28, 2017, prize will be forfeited in its entirety and awarded (time permitting)
to an alternate winner in a random drawing from among the remaining entries
received. Sponsor will determine exact dates, airline and flight itinerary at
its sole discretion. The Winner and their guest must travel together. No
refund or compensation will be made in the event of cancellation or delay of
any flight. All details of travel and accommodation are subject to
availability. Lodging and air transportation cannot be used separately. Travel
and hotel stay are subject to the terms and conditions set forth in these
Official Rules, and those set forth by the airline carrier(s) and hotel(s) of
Sponsor's choice. Sponsor shall not be responsible for any cancellations,
delays, diversions or flight substitution or any act or omissions whatsoever by
the air carrier(s), accommodation provider(s), or any other persons or
companies providing any of these services and accommodations. Sponsor shall not
be liable for any loss or damage to baggage. The Winner and guest are
responsible for obtaining any valid documentation necessary for travel
(Passport), and each is responsible for his or her own travel insurance should
they desire same. The prize consists only of the items described above. All
expenses not expressly stated in the prize description above as being included
in the prizes, including, without limitation, meals, ground transportation,
tips, souvenirs and hotel incidentals, are the responsibility solely of the
winner. Use of prize is conditioned upon winner and his/her guests conducting
themselves at all times in a socially responsible, respectful and appropriate
manner; should winner and/or his/her guests fail to do so, prize may be
immediately terminated and the Sponsor may pursue other legal sanctions against
the winner and/or guest, as applicable. Further travel and/or accommodations
restrictions may apply. Alcoholic beverages are not part of the prize. Sponsor
shall not be liable for any loss or damage to the Prize. Approximate Retail
Value ("ARV") of Grand Prize Package is $5,500.00. Actual value may vary. Any
difference between the stated ARV and actual value will not be awarded.

Total Approximate Retail Value ("ARV") of Prize is
$5,500.00.

9. Entry Conditions and Release

By entering, each participant agrees to: (a) comply
with and be bound by these Official Rules and the decisions of Sponsor and
Administrator, which are binding and final in all matters relating to this
Sweepstakes; (b) release and hold harmless Sponsor, Administrator, the prize
suppliers and any other organizations responsible for sponsoring, fulfilling,
administering, advertising or promoting the Sweepstakes, and all of their
respective affiliates and related entities and each of their respective
officers, directors, agents, vendors, employees and other representatives
(collectively, the "Released Parties") from and against any and all claims,
expenses, and liability, including but not limited to negligence and damages of
any kind to persons and property, including but not limited to invasion of
privacy (under appropriation, intrusion, public disclosure of private facts,
false light in the public eye or other legal theory), defamation, slander,
libel, violation of right of publicity, infringement of trademark, copyright or
other intellectual property rights, property damage, or death or personal
injury arising out of or relating to a participant's entry, creation of an
entry or submission of an entry, participation in the Sweepstakes, acceptance
or use or misuse of prize (including any travel or activity related thereto)
and/or the broadcast, exploitation or use of entry; and (c) indemnify, defend
and hold harmless the Released Parties from and against any and all claims, expenses,
and liabilities (including reasonable attorneys' fees) arising out of or
relating to an entrant's participation in the Sweepstakes and/or entrant's
acceptance, use or misuse of prize.

10. Publicity

Except where prohibited, participation in the Sweepstakes
constitutes winner's consent to Sponsor's and its agents' use of winner's name,
likeness, photograph, voice, opinions and/or hometown and state for promotional
purposes in any media, worldwide, without further payment or consideration.

11. General Conditions

Administrator reserves the right to cancel, suspend
and/or modify the Sweepstakes, or any part of it, if any fraud, technical
failures or any other factor beyond Administrator's reasonable control impairs
the integrity or proper functioning of the Sweepstakes, as determined by
Administrator in its sole discretion. Administrator reserves the right in its
sole discretion to disqualify any individual it finds to be tampering with the
entry process or the operation of the Sweepstakes or to be acting in violation
of these Official Rules or any other promotion or in an unsportsmanlike or
disruptive manner. Any attempt by any person to deliberately undermine the
legitimate operation of the Sweepstakes may be a violation of criminal and
civil law, and, should such an attempt be made, Administrator reserves the
right to seek damages from any such person to the fullest extent permitted by
law. Administrator's failure to enforce any term of these Official Rules shall
not constitute a waiver of that provision.

Entry in the Sweepstakes constitutes an entrant's
full and unconditional agreement to abide by and accept the terms and
conditions of these Official Rules. No substitution of prize or cash equivalent
except at Sponsor's sole discretion. Cash equivalent may be less than the
approximate retail value of the prize. Prize is non-transferable except at the
sole discretion of the Sponsor. All federal, state and local taxes on the prizes
are winner's sole responsibility. By accepting the prize, winner waives the
right to assert as a cost of winning said prize, any and all costs of
redemption or travel to redeem said prize and any and all liability that might
arise from redeeming or seeking said prize.

The value of the Grand Prize won by a participant
under the Sweepstakes may be taxable as income to its Winner. Winner is solely
responsible for any and all taxes and/or fees associated with the prize. Winner
will be issued an IRS Form W-9 with the Affidavit of Eligibility and Release
and a subsequent IRS Form 1099. The winner shall be required to comply
with any and all applicable federal, state and local law, rules and
regulations.

The stated ARV of the prize is based on available
information provided to Sponsor, and any difference in ARV at the time of awarding
will not be awarded, and the value of any prize awarded to the Winner may be
reported for tax purposes as required by law. Neither Sponsor nor Administrator
have made any warranty, representation or guarantee, expressed or implied, in
fact or in law, with respect to any prize awarded, and specifically disclaim
all such warranties, including, without limitation, any warranty of
merchantability or fitness for a particular purpose.

Electronic Entries: In the event of a dispute,
on-line entries will be deemed made by the authorized account holder of the
e-mail address submitted at time of entry. The authorized account holder is the
natural person who is assigned to the e-mail address by an Internet access
provider, on-line service, or other organization that is responsible for
assigning e-mail addresses. CAUTION: ANY ATTEMPT BY A PERSON TO DELIBERATELY
DAMAGE ANY WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THIS SWEEPSTAKES IS
A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE,
SPONSOR RESERVES THE RIGHT TO SEEK DAMAGES FROM ANY SUCH PERSON TO THE FULLEST
EXTENT PERMITTED BY LAW.

12. Limitations of Liability

The Released Parties are not responsible for: (a)
any incorrect or inaccurate information, whether caused by entrants, printing
errors or by any of the equipment or programming associated with or utilized in
the Sweepstakes; (b) technical failures of any kind, including, but not limited
to malfunctions, interruptions or disconnections in phone lines or network
hardware or software; (c) unauthorized human intervention in any part of the
entry process or the Sweepstakes; (d) technical or human error which may occur
in the administration of the Sweepstakes or the processing of entries; or (e)
any injury or damage to persons or property which may be caused, directly or
indirectly, in whole or in part, from entrant's participation in the
Sweepstakes or receipt or use or misuse of the prize. If for any reason an
entrant's entry is confirmed to have been erroneously deleted, lost or
otherwise destroyed or corrupted, entrant's sole remedy is another entry in the
Sweepstakes, provided that if it is not possible to award another entry due to
discontinuance of the Sweepstakes, or any part of it, for any reason, Sponsor,
at its discretion, may elect to hold a random drawing from among all eligible
entries received up to the date of discontinuance for any or all of the prizes
offered herein. No more than the stated prize will be awarded. In event that
production, technical, seeding, programming or any other reasons cause more
than the stated prize as set forth in these Official Rules to be available
and/or claimed, Sponsor reserves the right to award only the stated prize by a
random drawing among all legitimate, unawarded, eligible prize claims.

13. Governing Law

All issues and questions concerning the construction, validity,
interpretation and enforceability of these Official Rules or the rights and
obligations of the Participant, or Sponsor in connection with the Promotion
shall be governed by and construed in accordance with the internal laws of
Massachusetts without giving effect to any choice of law or conflict of law rules
or provisions that would cause the application of any other state's laws.

14. Entrant's Personal Information

Information collected from entrants is subject to
Sponsor's Privacy Policy which is available at http://www.carlsberg.com/by/be/#!home/3966-cookie-and-privacy-policy.
Each entrant
acknowledges that, by entering the Sweepstakes, entrant has opted into
Sponsor's Privacy Policy and, by opting into Sponsor's Privacy Policy, has read
and accepted Sponsor's Privacy Policy.

15. Sweepstakes Results

For Sweepstakes results and/or a copy of these
Official Rules, send a hand-printed, self-addressed, stamped envelope to STK28611
- Carlsberg 170th Birthday Sweepstakes c/o Avid Marketing Group,
P.O. Box 1008, Rocky Hill, CT 06067-1008. Requests for the Winner List must be
received by August 17, 2017.